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Marketing and Sales November 2013 November 2013. Agenda. Sales Updates | October Finish | November Budget | October Winners | 100% Club (Charles Damiano ) Marketing (Annie Appel) Fitness (Jen Beaton) P90X Company Rollout
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Agenda • Sales Updates | October Finish | November Budget | October Winners | 100% Club (Charles Damiano) • Marketing (Annie Appel) • Fitness (Jen Beaton) • P90X Company Rollout • Cybex High-Endurance Training – San Francisco and Cupertino Rollout • Structure- The Key to our Success in 2013 (Charles Damiano) • Washington Project update (Victor Woo) • Sugar Update / Mass email, spam compliant update (Aaron Gette) • Spa membership update (Lisa Graf) • Over 21 membership sales vs. attrition (Erin Rucker Oto) • Bay Club Company(Matthew Stevens)
100% Club Winner Circle – October 2013Units, Dues, & I-Fees Lili Fader Elizabeth Monte Daniel Asher ToriSeixas Greg Gonzales Johnny Heshmati Tee Ngo
October Leader Board – Top 5: Total I-Fees • 5th Place: Writing $8,696 for a $200 Bonus • Benjamin Morie • 4th Place: Writing $9,325 for a $400 Bonus • Tori Seixas • 3rd Place: Writing $10,200 for a $600 Bonus • Shelly Alifano • 2nd Place: Writing $13,525 for a $800 Bonus • Luke Gillard • 1st Place: Writing $14,000 for a $1,000 Bonus • Chris Hardwick
October Leader Board – Top 5: Total Dues • 5th Place: Writing $6,195 for a $200 Bonus • Wayne Hertzka • 4th Place: Writing $6,233 for a $400 Bonus • Elizabeth Monte • 3rd Place: Writing $6,465 for a $600 Bonus • Tee Ngo • 2nd Place: Writing $6,578 for a $400 Bonus • Karen Goodwin • 1st Place: Writing $7,022 for a $1,000 Bonus • Tori Seixas
November Pricing Highlights & Promotions November Alumni Pricing remains in effect-Save up to 75% off enrollment fee! Standard Referral Credit -$100 referral credit on all multi site memberships -$50 referral credit on single site membership December Dues increase on all new memberships go into effect December 1st! : (The impending Price Increase-is a strong closing tool to be used in November)
Display Advertising–Landing Page Update Old Landing Page
Martini Media: Targets - Who are we talking to? • PRIZM Segment Definitions • 04 - Young Digerati: Young Digerati are the nation's tech-savvy singles and couples living in fashionable neighborhoods on the urban fringe. Affluent, highly educated and ethnically mixed, Young Digerati communities are typically filled with trendy apartments and condos, fitness clubs and clothing boutiques, casual restaurants and all types of bars-from juice to coffee to microbrew • 06 - Winner's Circle: Among the wealthy suburban lifestyles, Winner's Circle is the youngest, a collection of mostly 25- to 34-year-old couples with large families in new-money subdivisions. Surrounding their homes are the signs of upscale living: recreational parks, golf courses and upscale malls. With a median income of nearly $90,000, Winner's Circle residents are big spenders who like to travel, ski, go out to eat, shop at clothing boutiques and take in a show. • 08 - Executive Suites: Executive Suites consists of upper-middleclass singles and couples typically living just beyond the nation's beltways. Filled with significant numbers of Asian Americans and college graduates-both groups are represented at more than twice the national average-this segment is a haven for white-collar professionals drawn to comfortable homes and apartments within a manageable commute to downtown jobs, restaurants and entertainment. • 13 - Upward Bound: More than any other segment, Upward Bound appears to be the home of those legendary Soccer Moms and Dads. In these small satellite cities, upper-class families boast dual incomes, college degrees and new split-levels and colonials. Residents of Upward Bound tend to be kid-obsessed, with heavy purchases of computers, action figures, dolls, board games, bicycles and camping equipment.
Squaw Season Pass Goal: 700 Sales by December 15 Current Season Pass Sales: 125
November/December Strategy • November 1-17 • Free three day pass. • Radio, Outdoor, Digital advertising • November 18-30 • Free three day pass • Stay on Track through the Holidays contest • Happiness and health and been proven to be scientifically linked together. We know that 20 minutes a day of exercise can lead to 12 hours of mood benefits. This holiday season – we challenge you to Stay on Track with your health and be a happier person. • Visit a Bay Club before November 30, weight in and if you maintain your weight through the holidays, we will reward you with a $50 gift card for a spa or retail shopping experience. • Visit a Bay Club before December 15 for your weight in and maintain your happy/healthy weight and you will receive a $25 gift card. • Start the New Year ahead of the game and with a cute new outfit or a relaxing massage. In the end, you will be rewarded with a happier holiday season – filled with equal amounts of stuffing, serotonin, turkey and dopamine.
November/December Strategy • November 25 – Member Holiday Card and Referral Offer • Dividend offer for members to gift to their friends • Gift of guest passes to members • Blank cards available for the sales team to send out • December 23 – SHINE in the New Year DM drops to 150,000 + households • Fitness focused marketing • Offer tied to fitness programs • Tiered closing dates
Vintage 77 • Launch of the Wine Club – December 11 and December 12 • Marin and San Francisco campus • Two tier membership – basic and concierge • Annual dues plus quarterly shipments
Winter Wishes Preview Twelve days of Winter Wishes starts on December 5 Goal – drive members usage to all club outlets
Toys for Tots–Live Broadcast November 22 Tease broadcasts start November 13 – November 22 Pick-up at Bay Club locations – November 22 Continued collection – November 23 – December 5 at Alice in Winterland
Evolution of WAC/Bay Club Company and 5-Year Growth Plan 1.0 2.0 2.5 3.0 DEVELOP PREMIER ASSETS ENHANCED AND REBRANDED SPORTS RESORT MODEL IMPROVE & EXPAND KEY BRAND ELEMENTS EXPAND TO NEW MARKETS • Create campuses in L.A. market via platform acquisition, conversion, and follow-on acquisitions • West L.A. • San Fernando Valley • South Bay • Orange County • Identify non-California West Coast market for expansion through roll-up of luxury country club and fitness operators (i.e Denver, Seattle, Portland, etc…) 1977: Bay Club San Francisco • Create and/or improve core brand elements in existing campuses • Acquire and expand cycling concepts • Acquire/build additional facilities and amenities to grow network value within each campus • Explore additional campus opportunities within Bay Area (East Bay / Tahoe) 2008:Established a new management team and began enhancing and networking the active lifestyle Sports Resort model 1982: Decathlon Club 1990: Bay Club SF Financial District & Bay Club at the Gateway 2009: Bay Club San Francisco Tennis 1992: Pacific Sports Resort Redwood Shores 2010: Bay Club Ross Valley 1998: Courtside Club 2012: Bay Club Silicon Valley 2002: Pacific Sports Resort San Diego & Bay Club Marin 2013: Rebrand company and club network toThe Bay Club Company You Are Here Opportunity to reach $100M EBITDA target over five year investment horizon 38
Going Forward: Mission Statement The Bay Club Company’s mission is to be a leader in the hospitality industry and provide experiences that celebrate an active and vibrant lifestyle. 39
Bay Club Brand Promise & Heritage Brand Promise: The Bay Club is an everyday resort - A comfortable, amenity-rich backdrop where you and your loved ones can experience being your happiest selves The Bay Club was born in the San Francisco Bay Area and carries the culture and traits of the Bay Area wherever it goes: • Modern • Progressive • Tech-friendly • Thought Leader 40
Defining Elements of Sports Resort Campus Targeting four stars across all elements to reach campus full potential; targeting $20M in revenue and $10M in EBITDA per campus 41
Bay Club Brand and Value Proposition Add/Improve Brand Elements in Existing Campuses (social club, food/beverage, business suites) Augment or Add Campuses Through Acquisition (swim/tennis, golf, network growth) In-Market Recreation Activities (golf, skiing, cycling, triathlon) Dues Rate Expansion Premium Fitness and Membership Platform Weekend/Local Travel (ski lodging,wine country, beaches) Destination Travel and Second Home Ownership (trusted resource for reference/sales) 42
